Is HRM in Denmark behind the times and only now beginning to be prioritized by Danish firms? Or is it possible that managers are successfully capitalizing on characteristics of the Danish society and the Danish workforce? We propose quite adamantly that HRM practices indeed are alive in Danish firms. The empirical part of this research stems from an ongoing in-depth study aimed at uncovering and describing the relationship between HRM and innovation, highlighting possible areas for misinterpretations that have contributed to the assumption that Danish firms do not prioritize HRM.